Publisher: Search Engine Watch Blog

This week sees the launch of our MarketerÃ¢â¬â¢s Guide to Artificial Intelligence report, which takes a look at how AI can be used for marketing, now and in the future. In this extract, report author Martin Talks looks at the various ways marketers can make use of the technology. 1. New customer experiences Although AI still has limitations, forward-thinking brands are starting to harness its power to enhance the customer experience .

For beginners, buying ads can be a confusing labyrinth of jargon and acronyms. To help you make sense of them, weÃ¢â¬â¢ve compiled this helpful glossary. If youÃ¢â¬â¢re new to buying ads, you may not know where to begin. There are a lot of terms; some, like targeting, are fairly obvious, while others just seem like an alphabet soup of acronyms. If youÃ¢â¬â¢re like, Ã¢â¬ÅAMP, CPC, DSP, what?Ã¢â¬Â fear not. WeÃ¢â¬â¢re here to help.

In B2B social media there are a few accepted Ã¢â¬ËtruthsÃ¢â¬â¢. B2B canÃ¢â¬â¢t work on Facebook or Pinterest. Instagram is a waste of time. LinkedIn is the only place for us (and we should set up a group, not a page). All of these are total claptrap of course. B2B works just as well (or better than) B2C, because the content and information they have to share is incredibly deep and engaging. Things have changed a bit recently of course.

Some products demand a very specific conversion strategy. If yours includes a process of generating leads through your website to nurture and follow up offline, then you may face an issue which has plagued marketers for years. While it may make your old-school PPC account manager feel warm inside to see a healthy rate of conversion from form fills and phone calls, that often isnÃ¢â¬â¢t a good indicator of campaign success anymore.

Google has recently debuted a new feature giving individuals and organisations a new platform for communicating with the wider public. Dubbed Ã¢â¬ËGoogle PostsÃ¢â¬â¢ by most commentators Ã¢â¬" although Google has indicated that the feature does not have an official name yet Ã¢â¬" the new platform appears as a carousel of Ã¢â¬ËcardÃ¢â¬â¢ style updates within a search engine results page. The feature was originally introduced as part of the U.S.

Google Analytics is most certainly complex, so naturally there are a few options and features that go unnoticed. So where do you begin if youÃ¢â¬â¢re trying to get more advanced and need a place to start? In-Page Analytics is probably one of the most under-used features that can also be the most impactful to a small business.

In Seoul, South Korea, a Google-created artificial intelligence has been squaring off against a mortal man in the 2,500-year-old strategy game, called Go, thatÃ¢â¬â¢s several orders of magnitude more complicated than chess. When it was finally over, GoogleÃ¢â¬â¢s AlphaGo won four out of five matchups, making AlphaGo a role model for young artificial intelligences everywhere. How did the robot pull off such a decisive win?

I came across a tweet the other day from a follower giving a +K to another user, which serves as a reward for someoneÃ¢â¬â¢s expertise, and it reminded me that Klout is still out there, although I havenÃ¢â¬â¢t visited it for years. What is Klout? It was back in 2008 when Klout was introduced to everyone as an online platform measuring social media influence .

I read a great article over at Boagworld about the pain of content migration, a term that will send shivers down the spine of anybody unfortunate enough to have been through such a process. Written by Paul Boag, it explains some of the common problems with migrating vast amounts of content . Notably, the reorganising of content in a way where lots of mismatches occur, breaking navigation and links,

About a month ago, Google introduced what now seems like a very obvious change to its results pages: it removed paid search ads from the right-hand side . Apparently Google made this change based on years of testing. These tests showed that no one was really clicking on these ads and it would better align with the mobile experience if they simply werenÃ¢â¬â¢t there. The impact of this means there will be less inventory,

In the past year or so Google has published numerous articles and research around the topic of Ã¢â¬ËMicro-MomentsÃ¢â¬â¢ , which it describes as Ã¢â¬Åthe new battleground for brandsÃ¢â¬Â. LetÃ¢â¬â¢s look at a top level overview and then weÃ¢â¬â¢ll explore a few ideas around how to optimise one particular micro-moment. So what are Ã¢â¬Ëmicro-momentsÃ¢â¬â¢, exactly? Google says they are Ã¢â¬Åcritical touch points within todayÃ¢â¬â¢s consumer journey,

All of the SEO knowledge with NONE of the expense. Online education is big business. That includes the digital marketing space. Scores of people are pushing online training programs promising to turn students into Ã¢â¬ËSEO RockstarsÃ¢â¬â¢. HereÃ¢â¬â¢s the good news. You can learn most, if not everything, taught in these courses for FREE. IÃ¢â¬â¢ll even share the Ã¢â¬Ësecret sauceÃ¢â¬â¢ that nobody ever tells you about.

Adwords has been around for a long time. When the first 350 users logged in, they were greeted by a stripped-back, spreadsheet-based display very similar to the one we see today. They were also possibly listening to Ã¢â¬ËBootyliciousÃ¢â¬â¢ (but not on their phones) . The world, the ad market, and Google itself have all changed dramatically in the past 15 years, and itÃ¢â¬â¢s fair to say that AdWords is beginning to show itÃ¢â¬â¢s age.

Twitter turned 10 last week. This post isnÃ¢â¬â¢t about Twitter, but it made me realise how long IÃ¢â¬â¢d been working in the social media field (itÃ¢â¬â¢ll be nine years next week). IÃ¢â¬â¢m reasonably convinced I got my first social role because I just happened to be doing social when the whole thing became popular. This happens a lot in marketing. Something new comes along and we all hop on board,

In this post, IÃ¢â¬â¢ll show a range of examples of site search from various sites, inspired by this weekÃ¢â¬â¢s #ecomchat discussion on Twitter. For the uninitiated, #ecomchat is a weekly Twitter chat hosted by ecommerce luminaries James Gurd and Dan Barker. If you havenÃ¢â¬â¢t followed it this far, itÃ¢â¬â¢s well worth joining in. So, here are some suggestions of retailers and sites in general that use site search effectively. Some may have faults,

As we leave March behind and look forward to the comparatively warmer weather of April, letÃ¢â¬â¢s continue to stay indoors while looking at a laptop screen and revisit the most interesting online stats of the last four weeks because itÃ¢â¬â¢s probably going to rain today anyway. Grumpy weather humour! Let it not be in any doubt that the editor of this website is British. Mobile ad spend overtakes desktop for the first time According to Marin in an analysis of $7.

As content marketing types, weÃ¢â¬â¢ve all been there. After all that ideation and PM and creativity, it turns out that just getting your content reviewed and approved can be the hardest part of the whole process . Check out these tips for herding your stakeholder catsÃ¢â¬Â¦ Image credit: Rich Bowen on Flickr . Marketing professionals cite Ã¢â¬Ëchasing feedbackÃ¢â¬â¢ as the biggest barrier to getting content live,

Airbnb has been very successful, to say the least. Of course, a disruptive business model has been a big factor, but a great user experience has played a big part. While travel brands have. in general, been slow to adapt to the web, brands like airbnb (and booking.com) have shown the way in terms of UX. So, hereÃ¢â¬â¢s a selection of UX delights from AirbnbÃ¢â¬Â¦ Easy search box When you head to the airbnb homepage, user attention will tend to focus on the search box.

Not getting too complicated with metrics is just one important point covered in an IAB conference session all about attribution. Earlier this month, the Interactive Advertising Bureau (IAB) held its annual Programmatic Marketplace in New York and here are the six key takeaways from our favourite presentation: Ã¢â¬ÅCross Device Measurement and Attribution: Accuracy, Efficiency and Impact.Ã¢â¬Â 1.Know your audience According to eMarketer , 84 percent of U.S.

Customer retention has often been overlooked in favour of acquisition, but itÃ¢â¬â¢s something no business should be ignoring. The best strategy is to find a balance between acquisition and retention. ItÃ¢â¬â¢s all very well acquiring new customers, but the real value is in keeping them over time. Which brings us toÃ¢â¬Â¦ Customer lifetime value (CLV) This is a metric all companies should be paying attention to. In a nutshell,